Voice of Trans
Brief
From the denial of healthcare, work and housing to criminalisation, rape and murder, transgender people all over the world face discrimination and violations against their human rights.
Insight
Although many people have heard of transgender people, not everyone has heard their voice. The voice of the transgender community is trapped behind a barrier of prejudice and ignorance.
Early Treatments
These are some early treatments and moodboards I concepted for the launch film. The campaign evolved over time so some of these lost relevance but I was really proud of what I came up with. When I presented these to the rest of the team they were actually surprised at how good they were considering this is the first time I’ve worked on a project like this (a back-handed compliment, but I’ll take it!)
FINAL FILM
We approached Global Butterflies, a consultancy firm that helps businesses become trans inclusive, and Brand Advance, a communications platform that connects brands with diversity audiences, to take a stand for trans rights. On International Transgender Day of Visibility, Alexa transitioned into Alex to allow the general public to have their first conversation with a transgender person, and sign the world’s first voice-activated petition to support trans rights.
My role in this project was to concept and art direct the 30” launch film along with other marketing material (DOOH, social, print) for the Alexa Skill.
The ‘Barrier‘
With the launch film I wanted to use something striking and visual that stops the audience from hearing what the victims are saying but the barrier does more than just that. It’s also a metaphor for the prejudice and ignorance the trans community face, it stops us from seeing their pain and turns into something people fear and hate.
The barrier was also perfect for eye-catching DOOH and print as it arouses instant interest as you can see below from some shots taken at Westfield Shopping Centre.
